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Abstract Service quality is a critical factor to service companies. It is also an important factory for customers’ purchasing on the Internet. Online group-buying is an effective marketing method. By using group-buying websites, customers get unbelievable discounts on premium products and services, which is not only meets customer demand, but also helps sellers to find new ways to sell products and open up new business models, all parties benefit in these transactions. Therefore, it is supposed to be improved by group-buying industry for further development. This paper studies on the service quality of group-buying websites by literature and questionnaire. Then the result shows that there exist problems in website design, safety, reliability, responsiveness, compensatory, and commodity. Problems are the guidance system is not clear, the security of user information is not enough, the actual goods are different with the ones on the Internet, the website information is updated slowly, the refund is not timely, there are not various goods. And then this article will exhibit suggestions to improve the situation. Suggestions are as follows. Ensure that the guidance system is explicit, user information is safe, actual goods are consistent with online goods, information is updated in time, the refund is paid timely, the kind of goods can be enriched.31064
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Key Words: service quality service quality dimension group-buying website
摘 要服务质量对于服务性公司来说是一个很重要的因素。同时服务质量对于顾客网上支付也是一个重要的因素。通过使用团购网站，消费者在优质的产品和服务上得到惊人的折扣，这样不仅能够满足消费者的需求，还能帮助销售商销售产品并打开新的商业模式。买卖双方都能获利。因此，为了进一步的发展，团购行业应该提升它的服务质量。本文利用文献法和问卷调查法研究团购网站的服务质量，发现在网站设计、安全性、可靠性、响应性、补偿性和商品属性方面都存在问题，分别为导航不够清晰、用户信息保密情况做得不够好、实际商品与网页描述不一致、网站信息更新慢、退款不够及时、商品种类不够丰富。之后便提出一些建议加以改善：确保导航分类清晰明了、注重用户信息的保密性、保证商品的一致性、及时更新网站信息、及时退款、丰富商品种类。
毕业论文关键词：服务质量 服务质量文度 团购网站
Contents
1 Introduction1
1.1 Background1
1.2 Significance of the Research2
2 Literature Review 3
2.1 Definition of Service Quality•3
2.2 Service Quality Model• •4
2.3 Group-buying Website Service Quality Model•6
3 Methodology• 8
3.1 Document Investigation•8
3.2 Questionnaire Research Instrument •9
4 Result and Discussion•10
4.1 Website Design•11
4.2 Safety11
4.3 Reliability•11
4.4 Responsiveness•11
4.5 Compensatory12
4.6 Commodity•12
5 Conclusion12
6 References14
7 Questionnaire•16
Study on Service Quality of Meituan Group-buying Website
Chapter One Introduction
1.1 Background
A service company which does not focus on the service quality may be unpopular among customers. Many authoritative studies have shown that service quality influences customer satisfaction, customer loyalty, and customer perceived value in a positive way. Therefore, service companies ought to monitor and improve their quality provided. As one kind of service companies it is also very important for group-buying websites to improve their service quality.
Influenced by the great success of American Groupon website, the group-buying industry in our country experiences large development. Lots of group-buying websites spring up like mushrooms, which bring customers happiness. However, due to the low barriers to entry, the small scale of investment, the business model is easy to copy, and the lack of an appropriate regulatory mechanism, many problems have occurred, such as the faith problems of business, no guarantee of after-sale service, difficulty in safeguarding customers’ legal rights. These problems leads to customers’ rising doubts about group-buying companies and losing customers’ satisfaction and loyalty, which are harmful to the stable development of group-buying. Therefore, one of the fundamental issues that are significant to be paid attention is the service quality of group-buying websites.